Black Friday; Filling the Void or Trying to Avoid? Part 2

Skrevet av James Rice Mcaulay 24.09.20

Part 2 of our Black Friday article should hopefully give some good insights into how a customised customer engagement platform can help you to deliver winning results on Black Friday 🎯

“Look, there’s an abandoned shopping cart blocking the aisle” 🛒

That’s an interesting scenario! What would you do with such a trolley filled with goods? Choose one of the following;

  1. Leave it where it is
  2. Put everything back on the shelves
  3. Disperse the contents amongst other customers
  4. Attempt to identify the abandoner through the tannoy, to see if they’ll complete the purchase and save everyone a lot of hassle


Online shopping doesn’t create the same conundrum, as you don’t have to put the items back on the shelves. And the shopping cart wouldn’t be blocking the aisle, avoiding a bottleneck. It seems a shame to have to watch a customer not complete a purchase, especially when so much money has been spent bringing that customer to the site, and if there are a number of items in the cart that have a sizable order value. Thankfully, online stock isn’t affected by cart abandonment, and is only affected once the purchase is made. This gives retailers greater clarity regarding their stock, meaning that promotions can be created when stocks are starting to run low, a bit like how travel companies do this with their available seats and hotels.

Anyway, back to the tragic plight of the abandoned cart, glistening in the thoroughfare. It may not be seen as an issue by the abandoner, but it represents a significant loss of revenue for the company (an exact figure would be ideal here, but take it from us - it’s not an insignificant sum). You would have to perform research to find out exactly what leads to the visitor not carrying out the purchase on your site, although Googling a bit appears to show some common themes running throughout (laziest referencing in history, I know 🙃). Whether or not these would apply to your online store is where the findings of the research would come in handy, although for whatever reason, customers can be enticed, by means of a pop-up that triggers upon exit, to leave their email address, so that the contents of the cart can be sent via email. Such a method has seen conversion rates of abandoned carts increase by 5-10%, which represents a significant portion of revenue, as you will no doubt know yourself.

Do you have this in Blue, Size 10?

Perhaps you dread asking assistants for help, and wish there was an anonymous assistant you could ask from the comfort of your own device. This is especially the case for questions of a more sensitive nature, which can apply to a number of things within the online shopping realm; medicines, clothing, food etc. Perhaps you need treatment for something you’d rather not share, or are looking to compile a list of groceries that don’t contain a specific allergen. There are so many variables that can influence a purchase, and having an assistant close by can really seal the deal in a physical store, once you’re satisfied with the idea of purchasing the item in question.


AI-driven chatbots have long been associated with customer care, both pre-purchase and post-purchase, mainly as they can be trained to answer a number of questions. In fact, if you were to launch a chatbot in Black Week, and study the data over the next few days, this may give you enough to launch a fully-fledged chatbot for Black Friday, Cyber Monday and the Christmas period, which deals with product specifications, availability, best fit accessories, and even post-purchase eventualities such as return policy. Of course, testing and frequent evaluation will tell you what the frequently asked questions are, and where the value for your customers is. When testing chatbot solutions up against regular chat solutions, we’ve also seen that they’ve scored similarly in customer satisfaction. It really helps to have an instant assistant when the queues are long.

Content Overload

What is it that ties the above 3 points together? It’s you - you and your customers, that is 😉 For the record, if you’ve gotten this far, you’re probably thinking that this is just another content piece that wants you to buy something from a company you’ve not heard of (until now, at least). Our track record in this sector is proven though, as Kindly works with many online retailers, providing solutions for both onsite engagement and cart abandonment, with impressive results. Average uplifts in sales conversions are hovering around the 5-15% range, with average order value uplifts in the 15-20% range. Many of our customers have even run their own Black Friday marketing campaigns, assisted by our technology, and have seen good results. Good Black Friday campaigns are planned well in advance, using data from previous years that highlights where the challenges, and subsequent opportunities, lie.

Technology must be seen as an investment, and any technology that’s invested in should ideally provide a good return on investment. There’s potentially a lot of traffic coming your way on the 27/11/2020, and while many people will no doubt find what they’re looking for and make a purchase, there will be others that may be on the lookout for other products. Perhaps they need help, in the same way that they would if they were in a store and could ask an assistant? Some may even add products to their carts, but won’t complete the purchase before checking out the competitors websites. Therefore, why not seek to engage these particular customers through a customised engagement platform that drives measurable results? Get in touch with us if you’d like to learn more about the results our customers are seeing.

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